“A brand is the sum of the good, the bad, the ugly, and the offstrategy.
It is defined by your best product as well as your worst product.
It is defined by award-winning advertising as well as by the godawful
ads that have somehow slipped through the cracks…
It is defined by the accomplishments of your best employee…as
well as the mishaps of the worst hire that you ever made.
It is also defined by your receptionist and the music your
customers are subjected to when placed on hold.
For every grand and finely worded public statement by the
CEO, the brand is also defined by derisory consumer comments
overheard in the hallway or in a chat room on the Internet…
As such you can’t entirely control a brand. At best; you only
guide and influence it.”
Scott Bedbury, A Brand New World, Viking Press